Business owners often underestimate the importance of buyer selection and the need to create a competitive environment around the sale. They assume that potential acquirers will simply find them, or that their advisor will send out a generic email blast to a small, obvious list of trade buyers.

At EvolutionCBS, our approach is very different. We believe that strategic desk research drives results — and that the success of any transaction is built on a deep, data-driven understanding of who the right buyers (companies and markets) are, what they’re looking for, and why your business is the right fit.

To understand why this matters — and how we do it — we sat down with Nolan John, Research and Insights Manager, to discuss the process that turns insight into outcomes.

1. Why Buyer Targeting is So Critical

The first mistake many sellers make is assuming that “a buyer is a buyer.” In reality, who approaches you — and how strategically-aligned they are with your business — will directly impact valuation, deal structure, and the chances of a successful completion.

“Desk research isn’t simply about producing a ‘buyer list’ — it’s a strategy that underpins the sale process. It’s about identifying organisations where your business meets a strategic objective, addresses key product/service/market gaps, or accelerates growth. When you get that alignment right across these factors, you don’t just get offers — you get deals structured in a competitive environment, which can have a significant impact on valuation,” Nolan comments.

In fact, buyer competition is one of the biggest drivers of higher deal valuations. More strategic interest means an increased likelihood of competitive offers, and ultimately, a stronger negotiating position.

2. Research at Scale: Casting a Global Net

EvolutionCBS takes a research-first approach. Our internal research team has access to world-class databases, providing insights on companies worldwide — including their acquisition history, financial performance, strategic commentary, and growth plans.

This data, combined with our partner network of more than 2,800 private equity investors, trade buyers, corporate development teams, and advisers, allows us to identify and target the most relevant, motivated buyers — not just in the UK, but globally.

“It’s about finding the right strategic fit. We go beyond the obvious, considering both synergy and strategy as buyer motivation. Many of our best deals have come from buyers that the seller had never even considered,” Nolan adds.

3. Building the Perfect Buyer List

Creating a targeted buyer list isn’t a one-size-fits-all exercise. It’s a bespoke process, designed around your business’s unique value proposition. Our methodology involves several key steps:

Discovery/profiling – Understanding what makes your business attractive: its growth story, market position, USPs, recurring revenue, and competitive advantage.
Segmentation – Categorising potential buyers by type: trade acquirers, private equity funds, family offices, and international groups.
Qualification – Assessing each target’s acquisition track record, investment criteria, financial capacity, and strategic priorities.
Engagement strategy – Crafting bespoke outreach plans that position your business as a strategic acquisition opportunity.

This process ensures that when your business goes to market, it does so in front of the right audience — those most likely to see its strategic value and compete to acquire it.

4. From Buyer Research to Real-World Results

Our research-led approach isn’t just theory — it delivers real-world results. Since 2011 The EvolutionCBS team has been responsible for completing 360+ transactions worth more than £2bn.

Over the past three years, 66% of those deals have involved private equity, and 50% included a partial fundraise or equity rollover — outcomes that are only possible when the right buyers are identified and engaged proactively.

“The more focused the desk research (without being restrictive), the better the buyer targeting, the smoother the process and the stronger the result. This includes differentiating between Private Equity firms, financial investors, corporates and other trade acquirers, to secure the best possible buyer. It’s about giving our clients choice, leverage, and ultimately, a more successful exit,” Nolan suggests.

5. The EvolutionCBS Advantage

Our low volume, premium guided service model means we dedicate an average of 1,500+ hours per client project, ensuring no opportunity is missed. From the preparation for exit, through to its final completion, our proactive deal team manages every step of the sale process — including acquirer research and targeting, engagement, negotiation, and due diligence.

The result? A highly competitive environment for our sale projects, a success rate approaching 80% and consistently market-leading outcomes for our clients.

fraser.hodgkiss@evolutioncbs.co.uk
Get In Touch
www.evolutioncbs.co.uk
07957 834506
0118 959 8224

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If you would like a no-obligation consultation on the sale of your business or would like to discuss our Business Valuation Service, click here.

As a long-established premium provider of business sale advisory services to UK businesses, EvolutionCBS offers business owners a complimentary and confidential discussion on how their specific objectives could be met and provides them with pragmatic, practical advice on how to begin preparing both themselves and their businesses for future sale or investment.

EvolutionCBS works with owners of UK businesses in any sector, finding buyers from around the world through highly targeted research and supporting clients with dedicated Director-led teams, at every stage of their journey to a successful sale or investment, we boast a market leading success rate with a 14-year average above 75%.

If you are an owner or shareholder of a business and would like a no-obligation consultation on the sale of all or part of your business, please email: info@evolutioncbs.co.uk or contact us on Tel: 0118 959 8224.